Together with GatesAir, LG, and Zenith, Triveni Digital will show
how broadcasters can leverage the next-generation television standard

Triveni Digital will demonstrate a unique, new targeted advertising application for the ATSC 3.0 next-generation broadcast television standard at the 2015 NAB Show, April 13-16. The milestone demonstration, which includes technologies from LG Electronics, Zenith, and GatesAir, will be featured at the ATSC Technology Pavilion, booth N5637, Las Vegas Convention Center.

Part of an ATSC 3.0-compatible architecture, the targeted advertising technology demonstration is built on FUTURECAST™ transmission technology and utilizes a GatesAir exciter and receiver developed by LG and Zenith, its U.S. R&D subsidiary. The system seamlessly delivers addressable content on two LG smart TVs that render the advertisement slot differently while displaying identical programmatic content.

The demonstration will show how broadcasters can leverage ATSC 3.0 technologies to extend their current service by efficiently distributing addressable content to viewers, such as targeted ads or personalized/localized program elements. This results in a better TV experience while enabling broadcasters to extend the cost effectiveness of their advertising messages to a broader range of advertisers in local communities.

“Today’s consumers want a more personalized television experience, and broadcasters can better serve their advertising customers with the addressable content capabilities in the emerging ATSC 3.0 standard, which might allow broadcasters to book more revenue for the same ad avails. This technology demo is an important step towards realizing one of the key benefits of the upcoming ATSC 3.0 standard,” said Mark Simpson, president and CEO at Triveni Digital. “At NAB, we’re showing how Triveni Digital technologies can enable broadcasters to capitalize on the important new capabilities and revenue opportunities that will be offered by ATSC 3.0.”

“The bandwidth-efficient capacity of digital television brings the opportunity for new channels and services like mobile broadcasting and IP distribution, keeping broadcasters competitive in a fractured media landscape,” said Rich Redmond, chief product officer, GatesAir. “The advanced technical capacity of ATSC 3.0 extends the possibilities, laying a foundation for revenue-generating opportunities such as hyperlocal, targeted advertising and programmatic content. By integrating these dynamic and innovative platforms into the highly efficient, one-to-many delivery model of over-the-air TV, both broadcasters and consumers alike benefit from a stronger, more localized television service.”

LG’s Dr. Jong Kim, president of the Zenith R&D Lab, said, “LG believes targeted advertising represents an important aspect of next-gen broadcasting, and Triveni Digital’s demonstration with FUTURECAST at the 2015 NAB Show will help TV stations, broadcast groups, and networks plan for the future.”

Triveni Digital is an active participant in the development of ATSC 3.0, with the company’s chief science officer, Dr. Richard Chernock, serving as chair of the ATSC's TG3 Technology and Standards Group.

About Triveni Digital
Triveni Digital develops systems that enable television service providers and broadcasters to deploy enhanced programs and services to their viewers. Triveni Digital’s products for program guide and metadata management, data broadcasting, and video quality assurance are renowned for their ease of use and innovative features. Working with leading industry partners, Triveni Digital employs an open and standards-compliant approach to the digital television market. More information is available at www.TriveniDigital.com.

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